On Demand Education Ltd - Socializing CRM On Demand

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Brief presentation outlining potential Social CRM convergence areas for Oracle CRM On Demand using simple and cost-effective techniques. Discusses also the pitfalls and weaknesses of such an approach.

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On Demand Education Ltd - Socializing CRM On Demand

  1. 1. Socializing CRM On Demand<br />Rev 2.1 January 2011<br />
  2. 2. Agenda<br />Overview of Presentation<br />Opening Premise<br />The 4Cs<br />Socialized CRM On Demand<br />Where can I get it?<br />a Strategy<br />Implementation<br />Sales Teams<br />Marketing Teams<br />Sharing, Mashup, Metrics<br />Old Model, New Model<br />Practical Suggestions<br />Some Examples<br />Myth or Reality?<br />
  3. 3. Overview<br />The objective of this presentation is to address in very high-level terms some of the principles, challenges and applications of Social CRM in a CRM On Demand deployment.<br />The high-level agenda is :<br />Where does Social CRM fit in to the CRM On Demand Big Picture?<br />Why is it important to CRM business?<br />What Strategy might a company need?<br />What Tools might a company need?<br />
  4. 4. CRM : An Opening Premise<br />Traditional Customer Relationship Management<br />Twenty years ago, businesses knew every client, every contact, their wives, children and pets.<br />Then we spent the next twenty years trying to dehumanize the relationship<br />Reduced physical sales interaction in showrooms and shops<br />increased virtual showrooms like the Internet<br />Distanced support systems from the customer<br />Created self service systems to eliminate interaction<br />This is an extreme example, but it is true to some extent in most industries and companies<br />
  5. 5. CRM : An Opening Premise (suite)<br />Businesses then woke up and realized they needed to analyze, slice and dice all the interactions they had so carefully virtualized and computerized:<br />Customer Trend Analysis<br />Performance Analysis<br />Sales Analysis<br />But at some point, the customer was going to want to talk to a human – so they jumped on Community Boards, Blogs, and now Social Networking<br />
  6. 6. The 4 Cs<br />Social CRM (re)humanizes relationships with customers <br />Using the power of the Web 2.0 collaborative tools and the 4 Cs<br />Collaboration<br />Creativity<br />Conversation<br />Community creation<br />
  7. 7. Socialized CRM On Demand : Where can I get it?<br />Online Forums and Communities<br /> Were the original place where people could go to moan, praise or otherwise judge products and services<br />YouTube<br />Started out as a place to watch America’s Funniest Videos, now recognized as a vehicle for consumer concern (try searching for a Supermarket chain) and a place for companies to position themselves in a more freeform environment<br />Savvy CRM users position videos in Channels<br />Twitter<br />The most obvious channel for near real-time communications with peer groups<br />Positive Media Buzz<br />Geographic and time-bound searches available<br />
  8. 8. Socialized CRM On Demand : Where can I get it?<br />Facebook<br />250,000 businesses have a presence on Facebook<br />Digg/ StumbleUpon<br />Viral Web Page linking<br />Slideshare<br />PDF /PPT and other documents]<br />Groups, Links and Favorites<br />Integration with LinkedIn, Facebook, Twitter<br />DocStoc <br />Sharing PDFs and embedding content<br />Groups, Links and Favorites<br />Blogs (blogspot, wordpress etc)<br />
  9. 9. Socializing CRM On Demand as a Strategy<br />Part One - Internal Strategy for CRM On Demand Users<br />Open the Door in phases and certain groups<br />Opening your OCOD to new sources of information<br />Adding Fields for common Social Networking site in the Contact form<br />Feeding the CRM On Demand System<br />Sales :Targeted feeds from online information sources<br />Marketing : Effective Monitoring of Feedback and customer Buzz<br />General : Monitoring and Assessing feedback, converting it to actionable information<br />
  10. 10. Socializing CRM On Demand as a Strategy<br />Part Two - External Strategy for your Customers<br />Engage dialogue<br />Organize and Classify your Online Presence<br />Videos, Blogs, Forums<br />Encourage and monitor the 4Cs<br />New Segmentation and new Criteria for Lead Generation<br />Various Approaches<br />Short Term <br />Twitter dialogue and monitoring during Trade Show or Product Launch for example<br />Medium Term <br />Establishing Document Library in Slideshare or DocStoc<br />Long Term and Ongoing<br />Facebook presence<br />
  11. 11. Socialized CRM On Demand : Where are the Customers<br />Where are my customers and what are they talking about?<br />are you committed to authentically join the conversation with the customer?<br />Know how to look and how to interpret conversations<br />Your Customers are smart, and see through you<br />exploiting a new tactic for the sake of gaining market share. Customers want dialogue, not a one way street<br />Do you go online as a brand, as a team, as multiple employees, and what is your strategy?<br />
  12. 12. Socialized CRM On Demand : Where are the Customers<br />Implementation Methods to expose the networks back into CRM On Demand include<br />RSS Feeds<br />Twitter Feed (either live or in filtered feed)<br />Introducing Social News or Shared Documents into the Homepage<br />Channelled Audio and Video to Homepage from YouTube<br />Web Site Forms should contain relevant fields for Networking IDs<br />Embedding Facebook and other Social Widgets<br />
  13. 13. Socializing CRM On Demand : Sales Teams<br />Levers<br />Based on Data from the “Where” Exercise<br />Provide LinkedIn Information<br />Provide DocStoc / Slideshare Access to private or public documents<br />Feeds from Competitors<br />Challenges<br />For best practice, requires that Sales personnel share information with each other. You may have to adjust <br />Your Sales Stages and your Workflow<br />
  14. 14. Socializing CRM On Demand : Marketing<br />Levers<br />Often drive the “Where” Exercises<br />Targets of Campaign<br />Visitor to Trade Show<br />Facebook Groups, Pages to gauge <br />Youtube<br />Channel release of new corporate video, Google Analytics for results<br />Challenges<br />May reveal weakness in your marketing lists and databases<br />Requires filtering for volume and pertinence<br />
  15. 15. Social CRM On Demand : Sharing<br />Provide the Basics<br />Make Bookmarking and Tagging easy<br />Encourage users to learn how to use the Favorites & Sticky Notes in CRM On Demand <br />Reward people who link or contact you on your Web site<br />Maintain a list in CRM On Demand of all Web Site Contacts and link them to LinkedIn profiles<br />Reward the regions who generate the most links and the community members who contribute the most<br />Mashup<br />Let CRM On Demand users see their data in new ways<br />Let them search and find unstructured content and link it to CRM On Demand data<br />Let them share this with others (within reason)<br />
  16. 16. Social CRM On Demand : Mashup<br />Mashup<br />Use internal and external data to create new ways of understanding customer or prospect behavior<br />Map Prospects, Projects or Service Requests by Type or Channel to LinkedIn Groups, Google Maps, other data<br />Twitter followers imported and campaigned in OCOD then segmented / assessed<br />Find / map Channel Partners and focus on recruitment areas<br />DocStoc or similar for project documents<br />Public or Private Collections<br />CRM On Demand and “visual” mapping tool -<br />For example Mindmap Pro<br />
  17. 17. Socializing CRM On Demand : Metrics<br />Like everything else in CRM, data without measurement or objectives is just, well, data<br />Lead Conversion<br />Sales Cycle Time to Close<br />Hits / Leads from Web Sites / Blogs / other Sources<br />Feedback Loop<br />Calculating ROI is tough<br />Marketing Segmentation can take advantage of the new data and criteria<br />More advanced data analysis may be required beyond segmentation<br />Analysis of behavior over time<br />
  18. 18. One More Time!<br />Collaboration<br />Use the Favorites and Messaging Features in CRM On Demand<br />Embed enabling tools and identifiers (Twitter, Facebook , Slideshare) in Signatures, Web Applets<br />Set up Slideshare Private Groups to collaborate on collateral and other « internet » information sources<br />Set up Web Forms with adapted field on your Web Site<br />Creativity<br />Challenge users to create content<br />Conversation<br />Blog your OCOD users or your customer and keep the channel open<br />Communication<br />Talk to your Web Form respondants!<br />Reward collaborative behaviour internally and externally<br />Link to Blog / Youtube Channel / Twitter Feed in OCOD Homepage<br />
  19. 19. Now for Some Simple Examples<br />CRM On Demand Home Page<br />With DocStoc Visual Document Library<br />& Twitter Feed Targeting Mashup<br />
  20. 20. DocStoc Applet<br />DocStoc Applet Uses<br />Display DocStoc Documents in graphical format to users of CRM On Demand<br />Provide One-Click Access to embedded documents or Download by Sales Users and email to Customers in the conversation<br />Can be interest-based (filtered)<br />
  21. 21. Where are people talking?<br />Where are conversations happening?<br />Expect to poll and query Twitter, Facebook and other online communities<br />Are you monitoring competitor conversations too? Why not?<br />Manual Queries or automated services<br />
  22. 22. Twitter Applet<br />Twitter Applet Uses<br />Short Term Monitoring of event in an specific town or locality<br />Longer Term Brand and Buzz Monitoring<br />Contact Detection and Interested Party / Influencer detection<br />Follow Tweeters directly from Applet<br />Save as Service Requests or Notes or Leads in CRM On Demand<br />Create Forum Discussions based on Content or Questions<br />
  23. 23. Where are people talking? Where are my customers?<br />
  24. 24. Feed Management inside CRM On Demand<br />RSS Lead Generator with Filtering of RSS data and creation of CRM Leads<br />Leverage Facebook RSS Feed and others to provide one stop shop<br />
  25. 25. Network Integration<br />Examples of platforms like Ning <br />allows creation of Social Networks and supplies user and management tools<br />Apps can connect to CMS or other sources to integrate them into your Social Network<br />Facebook API and Social Widgets allow a degree of exposure to the Social Network for relatively small effort<br />Enables you to follow what the conversations are about<br />Expect the unexpected<br />
  26. 26. Mashup the Conversation Data<br />CRM On Demand Mashup – Targeting Geographically by Date, Status etc<br />
  27. 27. Explanation<br />Mashup (Opportunities, Tweets etc) with Google Maps<br />Create Visual Segments for Campaigns<br />Analyze Target Areas<br />Identify hotspots and Competitor activity<br />Target ineffective sales efforts or gaps in coverage<br />
  28. 28. Myth or Reality<br />A Socialized CRM On Demand , does it exist today?<br />Does it exist in your implementation?<br />Possible?<br />Feasible?<br />Desirable?<br />Cost Effective?<br />
  29. 29. Why it probably doesn’t exist today<br />The weakness of the solutions illustrated <br />The methodology of selling and servicing embedded in the CRM is still rooted in the old world<br />CRM processes are based on old models<br />Any extension to any existing CRM system will largely be a cosmetic one<br />Making noises or making gestures in the right direction<br />Most of the solutions proposed are data mart exploitation<br />Simple data upload and presentation<br />No analysis or call to action based on the information<br />No proactive element for the user or the community<br />We are playing an old game<br />Quick, on XXX (insert social network name)..they’re talking about us!<br />XXX Is the new Youtube – stick our corporate videos up there!<br />We are not listening, we are still trying to dictate<br />
  30. 30. Socialized CRM On Demand<br />With CRM On Demand<br />How do you find conversations?<br />How do you nurture and maintain conversations?<br />Is it possible to collaborate with externals?<br />Can you make a community based around CRM On Demand?<br />CRM On Demand is a CRM tool<br />Social CRM is not a Tool<br />
  31. 31. Socialized CRM On Demand 2<br />An opportunity exists for integration partners to deliver a (relatively) painless way of implementing parts of the Social CRM process set inside an existing CRM solution<br />
  32. 32. Conclusion<br />Fly with what you have, but realize that it will never allow you to completely implement a Social CRM process set<br />
  33. 33. Sources and Reference Material<br />Resources and Reading<br />http://insightory.com/view/1290//social_crm (source of slides 19 & 20)<br />http://www.socialcrm.net/<br />http://www.web-strategist.com/blog/2009/03/22/the-future-of-twitter-social-crm/<br />http://www.customerthink.com/blog/q_who_should_own_social_crm_a_not_who_you_think<br />http://www.crmoutsiders.com/2009/07/15/can-social-crm-live-in-a-vacuum/<br />Software and Services<br />http://www.oracle.com/socialcrm/index.html<br />http://www.lithium.com<br />http://www.ning.com<br />http://www.conceptdraw.com/en/products/mindmap/<br />Us<br />http://twitter.com/trickshot251<br />http://www.facebook.com/group.php?gid=145295408845854<br />http://www.ondemand-education.com/enu/<br />
  34. 34. Useful Sites<br />http://www.bluecamroo.com/<br />http://www.altimetergroup.com/<br />http://www.bantamlive.com<br />

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